A well-designed checkout process and — crucially — one which works well on mobile as well as desktop is vital. The social media app, Instagram recently launched a new feature that allows potential shoppers to click on a picture with the outfit they like and purchase it directly through the app without visiting the actual website.
This says a lot about how much modern shoppers value a quick, efficient shopping experience. One of the major complaints of online shopping is the difference between the real product and its online description or product images. This can be reduced by realistic product photography, incorporating more detailed, catchy product descriptions , and by including videos of the product that show a more realistic image of the product and its attributes.
The importance of keeping all descriptions honest and as real as possible cannot be stressed enough. Heavily-edited photos are a big no in an age where shoppers value credibility over everything else. In the eyes of the digital consumer, a product is only as good as the information associated with it. Fashion websites need to stop using flat lay images and ghost mannequins.
On-model fashion imagery can improve conversion rates considerably. And it is not enough to have a model of just one body type and skin colour.
Shoppers today want to know how the dress will look on their skin tone and body type. But photoshoots with multiple models are bound to cost a lot of money.
This is where AI can help. An on-model fashion imagery generator can save costs, increase the number of conversions and save a lot of time. Most websites show one cost in advertisements or even on the PDP Product Description Page and then increase costs in the cart. This makes shoppers wary of the sudden increase in price. The easiest way to avoid shopping cart abandonment is to make sure all costs including shipping and taxes are clearly indicated in the product description page.
One thing websites can do is to build the tax in within the product cost, and mention the cut-off rate for free shipping and delivery if it exists at the home page or the product pages. This will ensure transparency and credibility. The best person to convince a shopper is another shopper. A website can also assure them of this by including information about savings, shopper ratings, and reviews for each product page which is a great way to foster trust.
Social proof is another way to improve credibility and boost checkout rates, There are several tools that allow companies to display social media posts on the website. This shows shoppers what other people think of the website and the product, providing social proof to nudge the shopper to checkout. An efficient policy supporting this needs to be clearly placed on the checkout page to offer reassurance to the shopper.
Free returns allow shoppers to buy items without any worry and doubt. Another effective element to include in the shopping cart abandonment page is styling recommendations based on the products in the cart. When a shopper sees accessories to complete the look, it inspires her to visualize the outfit and encourages her to add those accessories to her cart or at the very least, purchase the clothes to be styled with similar accessories she already owns.
This increases the size of the cart and provides a great experience. With the abundance of payment options available, retailers need to offer multiple payment gateways including region-specific payment options, and the option to remember their payment details. New payment partners may also offer special deals and cashback schemes enticing the shoppers to complete their purchase.
While the strategies mentioned above would certainly reduce shopping cart abandonment rates, it is impossible to make it zero. This makes it imperative for retailers to keep some checks in place to recover these abandoned carts. There will always be extenuating circumstances that drive a consumer to abandon a sale, whether it is an offline distraction or a text from a friend.
Cart recovery is surprisingly easy and can save a lot of money for eCommerce websites. Below is our latest cart abandonment chart split up by different categories within each sector. As the online experience becomes more complex and the typical research phase longer, then we begin to see higher abandonment rates.
However, the recent pandemic has caused an increase in online shopping so we can see many cart abandonment rates have reduced, especially those in demand like retail and groceries. However, even if the purchase process is a little longer, sites can still reduce abandonment rates by making sure that the site is well optimised and easy to use.
The reasons will vary by sector, and our abandonment survey data can provide some of the answers to this question. For the retail sector, these were the most common reasons for abandonment :. The reasons for booking abandonment are similar, though research and price comparison are more commonly cited:.
The research process can take time, but the key is to provide the information that shoppers need, and to do what you can to keep your site in mind. For example, travel sites can provide destination guides to help visitors decide if a particular holiday is suitable for them, and sites can provide impartial reviews from other shoppers to help them to decide, which can be a great tool to increase your social proof.
These details matter to shoppers. Details like this matter to shoppers, and retailers need to match or out-perform their competitors in areas like this. In the case of delivery, customers are looking a mixture of speed, convenience and price. Some shoppers may be prepared to wait a few days if delivery is free, or much cheaper.
Others are prepared to pay a premium for faster and more tailored delivery options like next day or nominated time slots. The ideal ecommerce delivery offering would provide various options to customers, allowing them to choose the best one for them. Here, Schuh offers seven different options for shoppers, which should cover most preferences.
However, retailers will never avoid all returns, and an easy returns process can ensure that people are happy to buy again.
To minimize form abandonment , sites need to make them as easy as possible to complete. This means things like providing shortcuts for users such as address lookup tools , helping customers through the trickier form fields, and monitoring analytics data for common issues which trip customers up.
As a user, you have arrived at the final step of the checkout process only to be met by confusion. This last bucket of why shoppers abandon carts is a catch-all. And dozens of other reasons. Case and point: I abandoned several carts while writing this article and gathering screenshots! These improvements all address the solvable reasons consumers jump ship, while helping you create a less distracting path to purchase.
Another good way to reduce friction in your checkout process is to give shoppers the option to skip any kind of signup. Remember when Baymard Institute looked at customers who wanted to complete a purchase? The number one reason those folks abandoned cart was unexpected costs. A guest checkout helps maximize the chances a shopper completes their purchase. Remember, as many as One good way to encourage these Lookers to come back is to allow them to save their carts for later.
Anthropologie provides this option beneath each item you add to your cart. We spoke with Val Geisler, email marketing expert and Customer Evangelist at Klaviyo , who shared about the opportunity to stand out with recovery emails.
We go into detail about how to design abandoned cart emails elsewhere , but an overview is you want these emails much like your other emails to be:.
Consider your copy choices and how you might feel if you got your own email as a customer. Would you be grateful for the reminder? Annoyed at the timing? This abandoned cart email from Everlane , for example, checks all those boxes and more. If you do have some running, pull them up and ensure your email elements are optimized.
If the shopper has given you their phone number and opted in to receiving texts from you, you can also leverage SMS to remind them to complete their purchase. Keep Cart , for example, is available through the Shopify App Store. It remembers the items a customer has added to their online cart. Long gone are the days of customers having to enter their long card number into their browser. One in four merchants using Shop Pay Installments double their average order value when allowing customers to spread the cost over monthly payments.
Customers can spread the cost of higher ticket items over a longer period. The good news? A plug-and-play app, like Shop App , means customers can use their preferred payment method and buy items in their cart in just one click.
As a small business, how do you compete with their free and same-day shipping options? Consider offering free delivery to customers and displaying it prominently in your checkout process. You could:. Online retailers are plagued by returns. Not necessarily. Reduce shopping cart abandonment by showcasing your return policy mid-checkout.
Even a few small graphics to explain the no-risk purchase, like this example from Bear Mattress, can do the trick. The beauty of online shopping is that most customers use several channels at once.
Advertising slots on social media, email, and other websites are prime real estate for reducing cart abandonment. Not convinced? Research shows that retargeting can reduce cart abandonment by 6. Plus, three out of four shoppers notice retargeted ads. That data is synced with a Facebook profile. Cart recovery emails are another way to recoup lost revenue.
Similar to retargeting ads, they collect product information data—like which items a customer has added to their cart, the size, and color—to deliver an email reminder to complete the purchase.
So, what makes a good cart recovery email?
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